e러닝에서 소셜커머스 기반의 광고와 포털사이트 기반의 광고 간 투자비용 대비 효과에 관한 비교 연구

Title
e러닝에서 소셜커머스 기반의 광고와 포털사이트 기반의 광고 간 투자비용 대비 효과에 관한 비교 연구
Other Titles
A Study on the Cost-Effect Analysis between Portal-Based and SNS-Based Advertisements
Author(s)
김창수권우석[권우석]이성호[이성호]
Keywords
e-learning; Social Network Service; Social Commerce; Portal Site; Advertisement; Cost-effect Analysis
Issue Date
201312
Publisher
(사)디지털산업정보학회
Citation
(사)디지털산업정보학회 논문지, v.9, no.4, pp.213 - 226
Abstract
Recently, the social commerce on Facebook.com and Twitter.com, which is represented by SNS (Social Network Service), has been expanding in the form of a combination of SNS market. This study attempted to examine the cost-effect analysis between portal-based advertisement and SNS-based advertisement in order to establish an effective advertising strategy for e-learning content providers. The results showed that portal-based advertisement is more effective than SNS-based advertisement in terms of advertising effectiveness against cost. According to these empirical research results, this article discusses the practical implications for e-learning content providers in an attempt to enable them to take competitive advantage.
URI
http://hdl.handle.net/YU.REPOSITORY/27874
ISSN
1738-6667
Appears in Collections:
경영대학 > 경영학과 > Articles
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